BUS 7024 - Qualitative Research and Survey Methods

(3 units)

Introduces qualitative research methodologies as alternatives to purely quantitative statistically based techniques of investigation. Methods of analyzing, writing and presenting qualitative research are presented, and ways of linking quantitative and qualitative data are addressed. Topics covered may include participant observation, data collection techniques such as interviews and focus groups, along with development, administration and analysis of surveys. Principles of questionnaire and rating scale development for attitude and opinion measurement will be covered.